. >> reporter: santa had plenty of fans at union square tonight. and shoppers had plenty of entertainment to get in the spirit. as for numbers? maybe a mixed bag. deep discounts are showing up. 50, 60, even 70%. but many in the westfield mall were empty handed just starting to shop perhaps, or like this family, already finished. >> we're done. done. completely done. just getting to enjoy the next couple of days with all the family. >> reporter: what do you think of the crowds? >> not as bad as i thought they would be. >> we started at 8:30. >> reporter: this morning. start time for three friends still shopping at 8:30 p.m. >> we still have a couple more stores. >> reporter: not procrastinators, a strategic plan. >> stores are open longer. there's more sales. >> also you get more for your money. so i love it. >> reporter: holiday sales are forecast to rise about 4% this year. just shy of the 5% uptick seen each of the past two years. >> this year's entry is my ugly christmas sweater. >> reporter: of course some things are one of a kind. not found in